Posts made in April, 2016

on Apr 28, 2016

By Rebecca Stewart An investigation into gender stereotyping by brands could soon change the way the Advertising Standards Authority regulates campaigns which appear to objectify or sexualise women. The watchdog announced today that it is set to launch the research project following increasing political and public debate around equality issues. The study will report on whether current rules on gender stereotyping in ads need to be tightened up, and while the research will also look at the way men and boys are depicted in advertising, it’s likely that the portrayal of women will court the most scrutiny. The project will analyse evidence of gender Read full story › Source: The Drum...

on Apr 28, 2016

By Tony Connelly Panasonic is attempting to generate support for Team GB athletes ahead of the Rio Olympics with its Superfans campaign fronted by Olympic gold medallist, Amy Williams. A long-term official partner to the British Olympic Association (BOA), Panasonic is today (28 April) launching a social media drive which it hopes will give the Team GB athletes added motivation, helping them mirror the achievements which made London 2012 so successful. Running under the tagline ‘Can You hear Us in Rio’ the integrated campaign is asking fans to show their support for Team GB athletes on social media by posting fun and passionate Read full story › Source: The Drum...

on Apr 28, 2016

By Natalie Mortimer Tropicana is pushing the health benefits of consuming its orange juice through a digital billboard in London that dispenses fresh juice to passersby. Through the interactive experience, the public can watch ‘Little Glass’ explain the nutrients contained in a glass of Tropicana’s 100 per cent orange juice whilst inviting people to dispense 150ml of the drink from the digital billboard. The integrated campaign is designed to communicate Tropicana’s ‘Little Glass’ proposition, which aims to show how 150ml of the brand’s juice has “plenty of good stuff in it”. The experience at Westfield London lasts less than 60 seconds per person and Read full story › Source: The Drum...

on Apr 28, 2016

By Jerry Daykin For the past five years of social media marketing nothing seems to have got the industry (and at times the users) so continually excited as the discussion of ‘algorithms’, their updates and their introductions. While talk of Facebook’s newsfeed algorithm was becoming old news, Instagram’s and Twitter’s decision to introduce their own variants has reignited the debate more fiercely than ever. The notion that these algorithms hide our content from our followers and make it harder for us to market to them is pretty ingrained within, and duly hated by, the marketing narrative. Facebook lured us in with the promise Read full story › Source: The Drum...

on Apr 28, 2016

By John Glenday Britain’s biggest advertisers are leading calls for marketing services providers to introduce greater transparency in their media budgets to outline precisely how money is being spent. The Incorporated Society of British Advertisers, whose 450 members include the likes of Land Rover, Nationwide and Tesco, complained that its clients were increasingly uneasy about the opaque business practices through which the likes of WPP, Publicis, IPG, Dentsu-Aegis, Havas and Omnicom generate increasing profits. In an effort to get itself back on the front foot the ISBA has issued its members with a standard contract in an effort to bolster their cumulative negotiating strength. ISBA director Read full story › Source: The Drum...